Stat-Horizon · การปรับปรุงการบันทึิกสิพิทธ เศษถอนเงิน (Special Drawing Rights - SDRs) และผลกระทบ
How to Move the Bell Curve & Retain Top SDRs
Transcript of How to Move the Bell Curve & Retain Top SDRs
maryloutyler.com
maryloutyler.com
Who Am I?Sa
les
Stra
tegy
Exp
ert
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Process Expert
2 Best-Selling Business Books – Amazon & McGraw-Hill30 years specializing in adding predictability to top-of-funnel sales conversations
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4-Part Series – Ambition
How to:Attract & Hire the Right SDRs (ADR | BDR) for
Your TeamEquip SDRs with Process & TechnologyMake SDRs More Effective at Time ManagementRetain & Enhance Current SDR Talent
4-Pa
rts
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Part – IV PURPOSE: Retain & enhance a winning SDR team through… Collaboration Accountability
Engagement
Conscientiousness Effectiveness
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Motivation Recognition
Build a Consistent, Effective Sales Team5
Tene
ts |
Doc
trin
es
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Development MutualAccountability
Transparency
$$$
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Principle #1: Transparency
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Transparency
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What Does Transparency Look Like?
• absence of hidden agendas or conditions• availability of full information• collaboration• cooperation• collective decision making
Outcome: Builds strong trust within the team
Managers: “The more transparent you are, the more your team trusts you”TRA
NSP
ARE
NCY
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Transparency Establishes Trust
3 Components of TrustCare Security, respect and pay for SDRs
IntegrityNo hidden agendas, false truths, manipulation
CompetenceKnow everything SDRs are expected to know
TRU
ST
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Reporting – The Tool of TransparencyTR
AN
SPA
REN
CY
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CUSTOMER LIFECYCLE TOUCH POINT KPIs
REPO
RTIN
G
BY
GRO
UP
ACTIVITIES TRENDSOBJECTIVES INSIGHTS
BY T
YPE
BY T
OU
CH
POIN
TIB AMOB AE
INDIVIDUAL ENTERPRISETEAM REGION
MARKETING SUPPORTSALES SERVICE
ENGINEERING PROD. DEVEL.
EXECUTIVE SUPERVISORDIRECTOR MANAGER
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Principle #2: Mutual Accountability
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Accountability
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Practice Mutual Accountability
Invite Critique Practice Reciprocity Establish boundaries using individual & team participation Activities Objectives Good, Better, Stretch goals (realistic, yet challenging)
Set Accountability Operating Parameters KPIs
Leading | Lagging Balanced Score Cards
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ACC
OU
NTA
BILI
TY
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KPI Development Steps
Describe intended result(s)Understand alternative measures Select right measurement(s) for each goal/objectiveDefine composite indicators (it takes a village) Set targets, thresholds, weights, importance, frequency Build into on-demand and time-based reportingMeasure | Analyze Results Build into role-playing | feedback loops to improve
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ACC
OU
NTA
BILI
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Measuring AccountabilityA
CCO
UN
TABI
LITY
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ACCOUNTABILITY KPIs
KPIs ACTIVITIES TRENDSOBJECTIVES INSIGHTS
BY ROLE
BY SCORE
BY IMPORTANCE
BY DURATION
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Principle #3: Recognition
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Recognition
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Extrinsic & Intrinsic Recognition
Extrinsic Commissions Bonuses Awards Level-Up
Intrinsic Feeling Respected Feeling Appreciated Meaningful Work Important Vision
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RECO
GN
ITIO
N
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Micro Recognition – Extrinsic Rewards
Achievement Based instead of Tenured Based Ex: Level-Up Assistant SDR (research & mapping) Associate SDR (sets appointments) Senior SDR (sets qualified opportunities) Lead SDR (Senior SDR who also manages pod of 2)
Ex: Bonus Silver Bonus – 2 consecutive months of meeting sales objectives Gold Bonus – 3 consecutive months of meeting sales objectives Platinum Bonus – 4 consecutive months of meeting sales
objectives
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ITIO
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Micro Recognition – Intrinsic Rewards
Workflow | Day-In-The-Life Ex: E-Mail Writing Highest Response Hyper-Personalized Template (RESP) Highest Open Rate (subject line) Highest Use of Content (click-through)
Ex: Block-Time Most Meaningful Conversations in Block-Time (BTTC) Highest Ratio of Meaningful Conversations to Connects
(FTRP | Mapping) Fastest Conversations to SQL Time (Lag)
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RECO
GN
ITIO
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Make Recognition Active & PublicRE
COG
NIT
ION
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SET TRIGGERS & ACCOLADES FOR PUBLIC DISPLAY
KPIs EXTRINSIC INTRINSIC TRENDS
TRIGGERS
ACCOLADES
DISPLAY
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Principle #4: Motivation
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Motivation
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It Takes More than Money…
Money is Important, but it’s also about being… Valued Respected Successful Involved
Money…Marks Our SuccessMeasures Value We Are Creating Beyond Basics –Satisfying Work Matters Most
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TIVA
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Extrinsic & Intrinsic Motivation
Extrinsic External rewards
Money Praise Tangible & concrete
Intrinsic Internal rewards
Enjoyment Positive Feelings Happiness
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Gamification – The Extrinsic | Intrinsic Motivational Link Gamification [done correctly] targets 4 intrinsically
motivated behaviors: Relatedness
social status, connections, belonging
Autonomy creativity, choice, freedom, responsibility
Mastery learning, personal development, levels
Purpose altruism, meaning, a reason why
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Sample Gamification – Ambition Page 23
“Sustainable gamification that works…”
Harvard Business Review
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Motivation Through Empowerment
Give Control to Get Control Procedures (training, meetings, office hours, etc.) Objectives (mutually agreeable, realistic but challenging) Policy & Planning (development & execution) Information Sharing (see Transparency slides) Pricing decisions
Get Buy-In Empower We own our job, we take initiative, we are mini-CEOs
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Principle #5: Development
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Development
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Development – Simplicity & Consistency
• Telephone • Objections• Sales Conversations (questions, disqualifying, call-flow, next steps,)• Product discussions• Mapping
• Writing (non-prime calling hours)• Research • Templates• Subject Lines
• Improvement• Role-Play• Goal Setting• Problem Solving• Product Knowledge
DEV
ELO
P SK
ILL
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Developing Skills – Review Your Funnel
1. IDENTIFIED
QUALIFYING
WORKING
COLD | NEW
Marketing Qualified Leads (MQLs)
Automation Referral Engine
(Marketo)ADR Personal E-mails
(Templates)ADR Found-Person Calls
(FTRP)
INBOUND (30%) OUTBOUND (70%)
E-MAIL PHONE
ADR Generated Leads (AGLs)
ADR Accepted Leads (AALs)
ADR Qualified Leads (AQLs)
Sales Accepted Leads(SAL)
INBOUND (5%) OUTBOUND (95%)EMEAUSA
2. QUALIFIED
MQL (Marketing)ADR (Account Development Rep)AE (Account Executive)
LEGEND
Sales Qualified Leads(SQL)
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High Winning SDR Team Development
Themes Activities
Give & Get Respect Collaboration Communication Shared Vision Exercises Expressing Gratitude
Engage The Team Planning Policy Procedures Goals Objectives
Ask Questions – Listen to Answers Define Success (motivation, productive, process improvement, goals, techniques, strategies, tasks, rhythms)
IDEA
S TO
DEV
ELO
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High Winning SDR Team Development
Themes Activities
Activate Limitless Selling Strategies Challenging, record-breaking, stretch goals Encourage achievement of goals Short-term, long-term goal setting Workable plan to make goal a reality
Tracking & measurement Training & Development Improvements Expectations (discipline, hours, etc.)
Encourage Optimism Practice Learned Optimism: Adversity, Beliefs, Consequences, Disputation (snap-out-of-it), Energization (positive feelings only allowed)
“Learned Optimism” by Martin Seligman
IDEA
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High Winning SDR Team Development
Themes Activities
Training Strategies 1-1 Mentoring Teach-a-topic Pick-an-objection Critique-my-call Call-wrapup
Assessments Daily (through reporting) On-Demand (call wrap-up, block-time, headset-tango) Sales process (D-M-A-I-C) TQM (Total Quality Management)
Assets (e-mail, content, scripts, convos, training materials)
Buyer journey
IDEA
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Where to Learn More
Predictable Prospecting, The Book.
2nd Generation of Predictable Revenue Good resource Filled with examples and how-to’s
For the more advanced business developer